Inside Santa Fe co-founders got together in 1999 to discuss the idea for a new visitors’ guide that would bring the best of Santa Fe into one traveler-friendly publication, with chapters detailing Santa Fe’s history, art, shopping, wellness, properties, dining and activities. Rob Ettenson finished sketching out his idea, and it went from a concept to business in three months. Rob and Karin’s first issue rolled off the press exactly one year later, April 2000. So, from deep in the heart of Santa Fe, New Mexico, we welcome you to Inside Santa Fe’s homestead, both our print and online resources.

Our goal is to give our visitors the opportunity to take a look inside Santa Fe, #insidesantafe, and have the best travel experience possible using our comprehensive resource offerings: magazine, website, Get Inside blog, events’ calendar and social media profiles. Yes, Santa Fe has chile, not chili and round roads (Paseo de Peralta), as well as unique words like ristras, portals or bancos. Having lived in Santa Fe over 20 years, we want you to experience Santa Fe as a local too.

Simply put, we encourage more visitors to magical Santa Fe. Use our hash tag #insidesantafe and we’ll follow along with your great Santa Fe adventure.

Your feedback and comments are always very much appreciated;  alternatively we can be contacted via e-mail at

Rob & Karin